Framing Up for a New Look
After years of successfully growing the Indiana Eye Clinic into one of central Indiana’s premier locations for surgery and treatment of the eye, the doctor/owners knew their website design needed a new look.
The old site was cluttered and unappealing, with few photographs or graphics, and contained too much wordy medical jargon. And it didn’t scale to mobile devices.
“A website’s lifespan is typically three to four years,” said Coles VP Marketing Brian Coles. “If your website exceeds that time without a major update or redesign, technology is likely to have passed you by, and you risk losing valuable consumers.
“The Indiana Eye Clinic website was last updated more than five years ago,” Coles continued. “Not only did the current website not match their new look, but the current wireframe did not support mobile browsing.”
The Coles Marketing team, working in close conjunction with the Indiana Eye Clinic, undertook a ground-up redesign of the site. This included an elegant restructuring of the site’s look to match the look of the new Clinic logo, which was designed by Coles.
Copy was recreated and new copy added for every subpage of the website. Coles also included custom photography that featured the Clinic’s doctors, staff and patients in an appealing light.
Technology was updated to a custom responsive design, so the Clinic now has one website optimized for every platform, including mobile devices and tablets.
“Today, creating websites in responsive design is seen as one of the industry’s best practices,” Coles said. “Responsive design is also preferred by Google because content that lives on one website and one URL is much easier for users to share, interact with and link to than content that lives on separate sites.”
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“A clean, attractive website design does more than make your business or organization look good,” said Coles Multimedia Designer Kevin Moore. “It can bring in more customers and improve functionality for the ones you have.”
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